Amazon is refreshing its line-up of tablet computers with new devices called Kindle Fire HDX, which are significantly faster and lighter than the previous generation.
The 7in and 8.9in versions also have sharper, more colourful displays than older models and both have more pixels per inch than the latest iPad.
To help those who are unfamiliar with tablets, the new Kindles come with a feature called Mayday, which allows users to summon a live customer service representative in a tiny video window.
The helpers can explain new features or troubleshoot problems while guiding users with on-screen hand scribbles. They can even take control of the device from afar.
Chief executive Jeff Bezos introduced the feature in Seattle, saying it is "completely unique" and takes advantage of Amazon's massive cloud computing and customer service infrastructure. It also builds on Amazon.com's reputation for excellent customer service.
"You shouldn't have to be afraid of your device," Mr Bezos said.
In a demo, Bezos asked an on-screen customer service rep to recommend a hot app. The rep mentioned Angry Birds: Star Wars II. Mr Bezos also received instructions on how to set time limits on various activities for children.
Stephen Baker, a consumer technology analyst with research firm NPD Group, said the price cut to the Kindle Fire HD would do more to help Amazon compete in the tablet market than the added features on the newer models.
"That's where that model needs to be priced," he said, explaining that there are numerous manufacturers with tablets with screens that measure 7ins diagonally - all priced around 150 dollars (£94). "A big focus in that 7in category is just price."
In the May-July period, Kindles accounted for 17% of all tablets sold in the US, compared with 48% for Apple's iPad and 8% for Samsung's Galaxy line, according to NPD.
Globally, Amazon's shipments in the April-June quarter were down 59% from a year earlier at 470,000, NPD said. That compared with 14.6 million for Apple's iPad, down 17% from a year ago, and 10.8 million for Samsung's Galaxy line, up 539%. Amazon sells most of its Kindles around Christmas holidays, Mr Baker said.
The Kindle HDX models come with Qualcomm's quad-core Snapdragon 800 processor, which is top of the line for tablets. Amazon said they are three times faster than the older Kindle Fire line. For graphics functions, the HDX models are four times faster than before.
Beyond the improved specifications, Amazon also unveiled more features that incorporate data from its IMDb movie database subsidiary. With the newer tablets, users who turn on the "X-ray" feature can see a small window that lists the name of a song that is playing in some TV shows and movies. One tap brings up the option to buy the song. Users can also look for all music in a show and zip to the exact spot where a particular song is playing.
People who have set up Amazon's video player as an app on their internet-connected TVs or through game consoles can also follow along in real-time on their tablets, getting information on actors and trivia related to the shows on the big screen.
Music lovers can see song lyrics when they play songs purchased from Amazon. Lyrics are highlighted as they are sung. Tapping on the lyrics will zip to the appropriate point in the song.
Mr Bezos said these services were only possible because Amazon provided the hardware, operating system, applications, cloud infrastructure and services for the devices. The "hardest and coolest" services such as its Mayday service lie at the intersection of "customer delight" and "deep integration through the entire stack," he said.
Amazon also unveiled new "origami covers" that lie flat when closed over the screen but can be folded and snapped into place as a stand that works both in horizontal and vertical position. They will come in seven different colours and be sold separately for £28-£44.
The 8.9-inch Kindle Fire HDX starts at 379 dollars (£238) for 8GB of memory, while the 7in starts at 229 dollars (£144), also with 8GB. Buyers can pre-order from today. The 7in will ship from October 18 and the 8.9in version from November 7.